Vans, the global icon of creative expression, launched “These Projects Are Ads for Creativity”, an artist-first brand campaign that showcased creativity in its purest form. Through enabling Vans’ family of artists and creatives to go out and make things—drawings, sculptures, music videos, custom shoes, digital animations, and much more—Vans continued to celebrate the diversity of creativity itself and honored the talented individuals behind the work.

Instead of following a conventional ad campaign approach, Vans committed their resources to support the physical act of creativity itself, empowering artists to bring their ideas to life in the vast forms that art can play. Unveiled as a digital hub of art projects at Vans.com/offthewall, Vans’ new brand campaign is an inspiring journey of discovery—while the website serves as a capsule of creativity that continued to expand all year-long.

I led national media relations outreach and coordination to promote the launch and ongoing drumbeat announcements throughout 2021. This campaign resulted in 40+ pieces of coverage with 1.3B UVMs.